Study On Profit Model Of Retail E-Commerce Enterprises From The Perspective Of Financial Strategy

The continuous development of new technologies brings about the vigorous development of e-commerce enterprises.While e-commerce enterprises enjoy the benefits brought by new technologies,the cost of update and maintenance is also increasing rapidly,and the development speed is gradually slowing down.The income of traditional e-commerce enterprises hits the ceiling,and they are all seeking a new blue sea.The new development direction means a new transformation,which will bring about the flow of large amounts of capital,which will be planned through financial strategies,and the presentation of profit model will be affected by the allocation of financial strategies.Therefore,it is of great significance to study and analyze the profit model from the perspective of financial strategy.As an enterprise in transition,Suning tesco conducts offline layout ahead of other e-commerce enterprises,and takes the lead in other enterprises to take the first step in the development direction of "new retail",which has more guiding significance for its research.Through to the financial strategy,profit model and analysis of the carding literature related to enterprise value,the source of funds,funds to and money to create financial and strategic guidance is proposed on the basis of the composition of profit model and profit model present situation and the configuration of the financial strategy to match,finally realize enterprise values of the research thought and framework.This paper firstly analyzes the investment period,investment scope and investment mode of the case enterprise Suning tesco investment strategy from the content of the financial strategy,as well as the financing period,capital structure and financing mode of the financing strategy,and summarizes and compares the characteristics of Suning tesco before and after the financial strategy transformation.Then the profit model before and after the transformation from the four elements of the profit model(profit object,profit point,profit leverage,profit barrier)comparative analysis;Financial strategic guidance to profit model and profit model should match with the characteristics and content of financial strategy to achieve the values of point of view,and use is based on the analysis of the DuPont return on net assets,economic value added(EVA)evaluation index of Suning tesco's profit model to evaluate the degree of match and financial strategy,and from the perspective of customer value with Metcalfe's law based Internet company valuation index to evaluate Suning tesco's value of the Internet.It is concluded that the profit model of Suning tesco's short-term profit and single profit point before 2017 has not been matched with the financial strategy of long investment term and diversification,and has not realized the increment of enterprise value.After the optimization and upgrading in 2017,we pay attention to the cultivation of customers,and the profit model of various profit point is matched with the financial strategy of long investment period,diversification and asset-light operation,thus realizing the increment of enterprise value.It proves that when constructing their own profit model,the transformation enterprises should not only make reference to each other,but also match their own financial strategies to achieve the goal of enterprise value increment.It also puts forward relevant improvement measures to solve some problems in the current profit model of Suning tesco.Finally,based on the analysis of the profit model of Suning tesco from the perspective of financial strategy,this paper proposes some suggestions on the construction of a profit model matching the financial strategy for retail e-commerce enterprises,hoping to provide some reference for enterprises preparing for transformation or enterprises in transition.